Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: THURSDAY, March 7, 1991                   TAG: 9103070463
SECTION: EDITORIAL                    PAGE: A-13   EDITION: METRO 
SOURCE: DONALD BARTOL
DATELINE:                                 LENGTH: Medium

COST-EFFECTIVE?/ THE SELLING OF MAGNET SCHOOLS

While a member of the Roanoke City School Board, I was constantly reminded by the superintendent and his staff of our continuing need for more revenue to meet pressing needs. I was not aware at the time that pressing needs included billboard, newspaper, radio and television advertising.

While the current media blitz is designed to entice enrollment in the schools' magnet program, and therefore has a basis for worthiness, I would hope those currently in positions of authority would consider the following:

What is the per-pupil expenditure (federal, state, and local) for one in the magnet program?

> What amount of money is transferred to city schools for those attending the magnet program from outside the city?

What amount of money has been spent for advertising? What of that total amount constitutes donations from the private sector? What contractual arrangements have been made - and with what parties - to develop the advertising campaign? Have any of the media donated their space or airtime?

Once the above is calculated, say for the past three years, the following computation should be done:

1. Total amount of expenditures minus increased state funding for added enrollment of those outside the city attending the magnet program.

2. The resulting figure of the above divided by the number of students attending the magnet program from outside of the city.

While some time has passed since I taught math, and while I lack the degree of business expertise that is so prevalent in our community, I believe that the factor known as "cost-effectiveness" just might be negligible or even non-existent.

If that's the case, what is the real purpose of this advertising extravaganza?